Cocogun kicks balls with launch of ‘It Takes Boobs’ campaign for Stella Insurance
Stella Insurance has launched a new brand campaign with creative agency Cocogun called ‘It Takes Boobs’.
Stella, which brands itself as a female-focused insurer, aims to “celebrate courage, integrity and audacity” through the campaign by featuring a series of women from various walks of life.
Stella Insurance’s ‘It Takes Boobs’ campaign
‘It Takes Boobs’ is the latest iteration of the insurer’s ‘Unapologetically For Women’ platform, aimed at creating a more equitable world in insurance and beyond.
“Having worked in insurance for many years I realised it was so male dominated that the product design, experience, and marketing were all unconsciously built for men, and I was excited to change that,” Stella founder Sam White said.
“At Stella, we’re proud to stand for more than just cars and profit and our purpose is to ‘change the game for women’ in male dominated industries and life at large. This new campaign is a bold new expression of that perspective.”
Stella head of marketing Anita Manchester said: “Stella exists to design products which are fit for a fairer world, and fairness starts with the language we use. Courage is far from an exclusively male domain, so we wanted to reflect that in our words and with inspiring examples…while also bringing a touch of our trademark Stella playfulness to the table.”
Cocogun co-founder Chiquita King said: “This campaign is about making the language we use around bravery more inclusive. Inclusiveness in any guise is a good thing. It has nothing to do with physiology and everything to do with a philosophy that is emblazoned with passion, authenticity and integrity. Changing language, changing people’s perspectives and, ultimately, changing the world…takes boobs.”
Also involved in the campaign as director and photographer was Photoplay’s Sarah Adamson. She commented: “My aim was to give this film the authenticity, energy and integrity it deserves. Along with an incredibly talented cast and crew, we created something that feels as far-reaching as its message with an irreverent and brazen attitude that is unmistakably Stella Insurance.”
Stella Insurance’s ‘It Takes Boobs’ campaign
The campaign will run in Australia and the United Kingdom, across TV, BVOD, digital, press and OOH.
Credits
Client: Stella Insurance
Founder & CEO – Sam White
General Manager – Renee Cosgrave
Head of Marketing – Anita Manchester
Brand & Campaign Marketing Manager – Vivian Yeung
Creative Agency: Cocogun
Creative Partner – Ant Melder
Managing Partner – Chiquita King
Art Director – Lauren Maneschi
Copywriter – Hannah Stokes
Creative – Kat Topp
Group Business Director – Emily Hahn
Executive Producer – Monique Pardavi
Head of Design – Chris Clausen
Production Company: Photoplay
Director – Sarah Adamson
Executive Producer – Oliver Lawrance
Producer – Chris Thompson
Casting – Felicity Byrne Casting
Casting Director – Sarah McGrath
DOP – Campbell Brown
Production Designer – Karla Milat
Post Production: The Editors
Head of Production – Liv Reddy
Post Producer – Adrian Konarski
Editor – Joe Morris
Colourist – Alina Bermingham
Sound Production: Smith & Western
Dan Higson & Nick West
Composer
Steve Toulmin
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